Google Refines Quality Score
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by: lillyjose2008
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1. Quality score will be calculated dynamically
2. Keywords won’t become inactive for search
3. Minimum keyword bid will be replaced by First page bid
Quality score will be calculated dynamically
What can be inferred from the changes is that Google is taking a more granular approach to calculating the quality score. How?
Nick’s ads do better on the broad-matched keyword milk in the United States (where Nick is based) than in Canada. Nick’s ads also perform better on the query milk delivery than on milk, and better on certain search network partners than on others. Instead of one static Quality Score and minimum bid that determines whether the keyword milk is eligible to enter auctions, we will now determine eligibility for each auction dynamically, based on per-query factors such as location and the specific query. For that reason, Nick’s keyword milk will be able to enter auctions more easily when it’s likely to perform better, i.e., in the United States, on the search query milk delivery, and on certain search network sites. (source: google)
From the above example (provided by Google itself), it can be inferred that Google was using a single quality score which is an aggregate score of the ad and the related keyword that triggered the ad for all search queries across all geographic locations targeted by the advertiser.
Google has mentioned clearly that it will use what it calls “combined per query factors” to calculate the Quality score. Combined per query factors are location and the specific query. Hence keywords and ads will be provided a quality score based on their performance geographically.
Keywords won’t become inactive for search
When keyword is not relevant to the ad, to other keywords within the ad group and the landing page, it leads to Google assigning poor quality score and high Minimum cost per click. But Google has made changes to make sure you keyword won’t be inactive. This makes all sense considering how Google uses “Combined per query factors” to calculate quality score.
Example:
Nick advertises for keyword “milk” in US and Canada. His ads perform better in US then Canada. If Google were to go with a single quality score, it will be an aggregate of ad performance across both US and Canada. Since Nick’s ads don’t perform well in Canada, that is going to affect his ad’s overall Quality Score which may even force the keyword milk to become inactive. This could mean Nick may not be able to show his ads in US and maybe loosing potential business.
But now Google will be calculating the quality score of Nick’s ads based on “combined per query factors” which is different for different geographic locations and search queries. Assuming Nick’s ads for the keyword “milk” perform well in US than in Canada, his ads will have a high quality score and show up in the top positions in the US helping him get traffic and business from US.
Since his ads don’t perform well in Canada, his ads may show up in 2 or 3rd page of the search results in Canada. This means, Nick doesn’t have to lose business from a geographic region, because his ads didn’t perform well in a different geographic region. This also means Google shows more relevant ads to its visitors generating more Pay per click ad revenue.
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